Potential Categories Template

Date of Publication
2015

Branding is a marketing technique that has been successfully used in the commercial sector for years to sell products and services. Branding also can be used successfully in social and behavior change communication (SBCC) programs to help intended audiences adopt and maintain desired behaviors. 

The category is the range of options that the audience will compare against the new product/service/behavior. The category helps define what would substitute for the product/service/behavior being branded. For each potential category, summarize the competitive advantages of placing the brand in that category. The team can start this process by filling out the Potential Categories table with the potential categories and the competitive advantages for the brand.

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